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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 15: Household Decision Making
- To define the nature of household decision making and distinguish it from individual decision making.
- To discuss nontraditional households.
- To present a model of the household decision-making process.
- To consider the nature of a) husband?wife influences and b) parent-child interactions.
- To discuss the household life cycle and its marketing implications.
- To describe the implications of household decision making for marketing strategy.
- To consider modes of conflict resolution in household decisions.
- To discuss the societal issues of advertising to children.
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